| Summary: | 碩士 === 中原大學 === 國際商學碩士學位學程 === 103 === Taiwan has a rich culture which is blended with traditional culture of diversified ethnics for thousands years. Taiwan culture also had been influenced by Japanese and America culture during colony periods. Besides, the bandwagon trends from Korea and other countries recently together with the rapid development of its economic for last 20 years that make all researches about Taiwanese consumption behavior become more interesting than ever. Given these reasons, this study examines Taiwanese consumer behaviors toward luxury brand consumption for gifts. It addresses the two factors: culture social value (social connection, social status) and personal psychology (materialistic, uniqueness, face saving) that effect Taiwanese consumer behavior when buying luxury fashion brand products for gift. These factors are derived by Taiwanese gift giving culture and consumers’ attitude toward luxury fashion brands. From these factors we would more clearly about consumers’ attitude when choosing luxury brand products for gift and their perception when giving gifts to other people. In additional, the model are tested and verified by questionnaires conducted among Taiwanese consumers and the data was run by SPSS 16.0 systems. The finding shows that the social connection value of gift giving culture and social status of gift givers associates positively with luxury brand consumption for gift. Personal psychology partly positively correlated with luxury brands consumption for gift, because the variances of materialistic factor are not well correlated with each other. This phenomenon needs to be seriously taken in future researches to get the deeper comprehensive about how psychology affects consumer-purchasing behavior for expensive gifts.
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